Many words are ubiquitous in brand language these days but perhaps none is quite so omnipresent as “content.” That reductive, catch-all term that means everything and nothing, and is touted by so many as the way to “connect with an audience” and “build community” (a couple more buzzwords there for you). That’s not to say…
Public perception can make or break a company. It’s the job and responsibility of a public relations expert or team to not only protect their clients’ reputation but also build awareness, credibility and trust through communications in a fast-paced, ever-shifting world. A lot has happened this year and so much will change in 2024, especially…
Public perception can make or break a company. It’s the job and responsibility of a public relations expert or team to not only protect their clients’ reputation but also build awareness, credibility and trust through communications in a fast-paced, ever-shifting world. A lot has happened this year and so much will change in 2024, especially…
In October 2023, AOP and Deloitte announced the results of their Digital Publishers’ Revenue Index for Q2 2023. Total revenue for publishers was up 0.3% from Q2 2022, but far more interesting was the 154.8% growth in the “miscellaneous” category. This was driven by publishers’ growth in data monetization and interest-based audience segmentation; publishers are…
It’s been a year of economic uncertainty to say the least. An imminent then not-so-imminent recession. Layoffs. Return to office, if you dare–we have a DJ! (No child care though.) In times like these, we can only be certain of one thing: Everyone is going to do the same damn ads and activations. Those tried-and-true…
When it comes to marketing success, it’s all about the right team–and this seems to be consistently looked over. It’s not hard to see why: Prioritizing experience over cultural fit can be tempting. Trust me, I get it. Who wouldn’t want to hire someone who has been in the game for years? Here’s the problem:…
Dove and Nike have teamed up to launch the Body Confident Sport program with a mission to boost girls’ body confidence in sports. The Body Confident Sport program is a first-to-market, providing a scientifically proven set of online coaching tools to build body confidence in 11 to 17-year-old girls. It’s a match made in partnership…
Forget about ho-hum matchups like peanut butter and jelly–today’s brand collaborations are far more exciting, surprising and occasionally downright weird. As digital transformation and the rise of conscious consumerism have created a more interconnected and interdependent global market, collaborations allow brands to pool resources and expertise to stay ahead of fierce competition. The good news?…
Meta’s decision to launch an ad-free tier for Instagram and Facebook users in much of Europe has been positioned as a move to comply with regulations like the Digital Services Act. However, with Facebook and Instagram users in the EU being charged up to 12.99 euros ($14) a month for the ad-free experience (which also…
Brands want to be more sustainable, but they’re also under pressure to hit revenue goals in a tough market, and that pressure rolls downhill to agencies, ad partners and publishers. New phrases have emerged to assuage concerned advertisers, like “profit and progress” and “sustainable growth.” The idea that advertisers can hit their goals and be…
Middle managers are the key to healthier, more connected and more productive workplaces, as well as more satisfied employees–the kind who stay with an organization to grow their careers. No one at marketing and creative agencies uses the term “middle managers.” However, the director-level creatives and account leads who occupy the layers between executives and…
At its core, marketing is human psychology applied in a business ecosystem. Marketing has always endeavored to build emotional connections with consumers to be leveraged for commercial results; in order to do that, the discipline relies on research, insights and analytics that inform our understanding of consumers. Reaching a higher level of precision in go-to-market…
In the realm of B2B marketing, a subtle but pervasive problem looms–ironically, one of the industry’s own creation. Clarity and meaning have become casualties in an ongoing war of words that often serve little purpose beyond filling content quotas or satisfying superficial engagement metrics. As marketing professionals, we pride ourselves on our ability to craft…
Since the inception of Historically Black Colleges and Universities (HBCUs) in the 1800s, HBCUs have been a driving force in developing successful Black professionals in America. According to a White House report, HBCUs have produced approximately 40% of all Black engineers, 50% of all Black lawyers, 70% of Black doctors and 80% of Black judges….
By now I’m willing to bet you’re tired of wasting your precious ad spend on suboptimal conversion rates. The way out lies in having a solid marketing plan. As annoying as it might be to hear, the success (or lack thereof) around your marketing is almost always tied to how developed and intentional your plan…
As our November holiday approaches, we find ourselves reflecting on the many things we’re thankful for. As a long-time veteran of the ad business, I’m thankful for the creative people in this industry, who breathe life into campaigns and brands on a daily basis, despite ever-changing client priorities and challenging economic environments. While many of…
From wildfires raging in Canada to devastating flooding in large portions of the Northeast, the severity of natural disasters isn’t just inching up year over year; they’re shattering records at a rapid clip. New legislation is emerging in response, with the Securities and Exchange Commission (SEC) proposing rules around mandatory emissions reporting for companies and…
There was a time–not so long ago, actually–when mentioning the artist Bad Bunny among a bunch of brand marketers would have elicited several confused-looking faces at best. But now? You’d probably get an obvious nod. This major cultural shift is perfect evidence of just how reactive the marketing industry can be, oftentimes waiting for cultural…
In 2023, the sports apparel market is expected to generate more than $213 billion in revenue, with the men’s segment driving the highest market share. A growing interest from consumers in pursuing more active lifestyles, along with health and fitness goals, has led to a demand for sports apparel, including athleisure wear. Sports culture has…
In the ever-evolving landscape of digital marketing, the creator economy has emerged as a powerful force, reshaping the way brands connect with consumers. A recent study conducted by LTK in partnership with Northwestern University’s Retail Analytics Council highlights the profound impact of creator marketing, an industry now estimated at $21 billion. Brands and retailers are…
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